“Today’s women look jewelelry which are simplistic, modern and multi-functional. Urban and fashion conscious women look for exclusivity with a new style statement. They are not willing to follow the monotonous traditional style,” says Farah Khan, ace Jewelelry designer. They know very well that wrong selection of jewellery can make or break a look. “A decade ago we have few choice and traditional jewlelry market flourished without any competition. The same Kundan Jewellery, Choker, earring sold like hot cake. That is not the case. New generation has become more conscious and they are looking designs which speak of future,” Farah says.
Individualism and self-expression count a lot while buying jewellery. “This speaks every changing and multi-faceted moods of consumerism. A wide range of multi-functional jewellery is fast catching up. Youngsters are looking for customsied jewelelry that spread a message. Like clothes even jewellery at the very high –end become multi-functional. In fact our jewellers are finally embracing fluidity, both in terms of design and craftsmanship” says Nirav Modi.
Designer Nitya Arora is for simplistic jewellery that carries well with your outfits. “My customers are younger lot and they want something to wear that matches that day-today wear. They are not willing to pay for heavy stuff that costs more than a lakh. They want something under twenty thousand rupees. So I have to design accordingly. They are becoming more and more fashion conscious and know what they want to buy. That was not the case earlier,” Nitya said.
Chenai based Sapna Singhania does not believe in designing fusion jewellery. “My collection is either contemporary or Indian. I design art inspired or intricate jewellery and my first collection was a sell out. My collection is trendy and caters to women of all ages. I avoid designing for celebrities because my experience says it is very complicated. I prefer to design to my friends, relatives and people who I am in touch with,” says Sapna.
According to Niya three points matter: Is the piece is created with extraordinary craftsmanship, or a well considered design concept and even is it a v
